Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

RTD Tea in Taiwan

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Executive Summary

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PROSPECTS

RTD tea maintains very strong growth potential due to local tea culture

RTD tea is a soft drinks category that continues to encapsulate very strong growth potential.

Category sales support by wide variety of products

One of the defining characteristics of RTD tea in Taiwan is the very wide range of products on offer from each of the leading players. RTD tea ranges are generally organised according to the property in which it is based, with each of these variants generally being available in numerous fruity flavours.

Unsweetened products and flavours from Japan remain popular

Consumer preferences in RTD tea remain focused on unsweetened products and Japanese types of tea. The trend towards sugar-free tea is part and parcel of the general health and wellness trend, which has made consumers more aware of the dangers that come with excessive consumption of soft drinks with high levels of added sugar.

COMPETITIVE LANDSCAPE

Uni-President Enterprises Corp maintains its very strong position in RTD tea

Uni-President Enterprises Corp continues to lead sales of RTD tea in Taiwan. The nation’s largest food company offers four separate ranges of RTD tea, all of which are popular among local consumers.

Global brands engage in local manufacturing to maintain a price advantage

Global brands are present in activity in Taiwan, although they tend to have minimal sales and low ranking positions. In an effort to become more competitive on price, most of the leading global brands of RTD tea have entered into agreements with local companies to manufacture their products under license.

Local tea shops present strong competition to retail sales of RTD tea

On-trade and off-trade sales of RTD tea continue to face strong competition from the local tea shops that are an integral part of local tea drinking culture. These local tea shops are the main channels through which people buy their tea-based drinks and they during off a very wide range of tea-based beverages that present strong challenges to retail sales of packaged RTD tea.

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